Social Pitch Example

SOCIAL MEDIA 2016
1
PURPOSE: present phase 1 of social strategy and content marketing plan
OUTCOME: gain alignment and approval to proceed
STRUCTURE: agency to present, q&a, open discussion
TIMING: 60mins
CONFIDENTIAL & PROPRIETARY
© 2015 David R. Iannone Jr.

TABLE OF CONTENTS
2
3 INTRODUCTION
4 CONSUMER SHIFT
5 MARKET CHALLENGE
6 PESO MEDIA MODEL
8 CONTENT STRATEGY
10 SHOPPER 1 INSIGHT
11 SHOPPER 1 JOURNEY
13 SHOPPER 2 INSIGHT
14 SHOPPER 2 JOURNEY
16 CONTENT CALENDAR
17 MARKETING INTEGRATION
18 SOCIAL SWOTS & STRATEGY
23 SOCIAL SCOPE PHASE 1

INTRODUCTION
3
“Consumerbuyinghabitsareundergoingseismicchanges,consumermedia
habitsarealsochangingdramatically,everythingfromcontentto
beverages,andthepathwetaketogettherehasbeenaltered.”
Smartplanning,marketingagilityandcompetitivepricing
arethekeystosuccess.
UGC IS MORE TRUSTED
(40% > Traditional)
UGC IS MORE MEMORABLE
(30% > Traditional)
75% OF DAY IS SPENT
DIFFERENT MEDIA TYPES
71% OF MILLENNIALS
ENGAGE IN SOCIAL MEDIA

56% do at least one, and 32% do both creating and curating activities.
Women dominate visually oriented platforms.
Hours represent a total across multiple media sources,
some of which are consumed simultaneously.
For example, a twenty-something may report spending two hours a day on
Facebook, an hour a day answering texts and three hours a day watching
television, which would count as six hours total, but may only be three "real" hours
of her day if she does some of those things at the same time.
OFF Media (6.2hrs)
- 25% of day is Sleep
ON Media (17.8hrs)
- 75% of day is Awake
- 99% of day is on media
24
Hours
USER GENERATED (5.4hrs)
Social Media posts, photos, blogs,
email, texting, talking
(30% of daily media consumption)
TRADITIONAL (6hrs)
Print, radio, television
(33% of daily media consumption)
53M MILLENNIALS (18-34)
ON SOCIAL MEDIA DAILY
Blogs, Facebook, Instagram,
Snapchat, Youtube, etc.
CONSUMPTION TIME:
4
CONSUMPTION TYPE:
CONSUMER (BEHAVIOR) SHIFT
Source: CrowdTap http://www.entrepreneur.com/article/232062
35M Post original photos/videos 31M RePost found photos/videos
46% 41%
FEEDBACK AFFIRMATIONCONSTANT CONNECTIVITY CREATION CURATION
Source:http://www.pewinternet.org/2015/04/09/teens-social-media-technology-2015/

Thetraditional,linearpath-to-purchaseis
beingreplacedbythecheckeredpathof
themodernconsumerwhosepurchase
journeyisacrossamultitudeofchannels
fromdesktopsandlaptopsto
smartphones,tablets,connected
televisions,andwearabledevices.
Introduced you to
something new (42%)
Provided you with a
better option (23%)
Helped you find
something nearby (26%)
Influenced your in-store
purchase (11%)
Caused you to reconsider
a product (13%)
Influenced you to buy
via your mobile (14%)
Source:http://www.adweek.com/socialtimes/how-mobile-devices-have-redefined-media-consumption-infographic-video/94714
PATH TO PURCHASE (MOBILE) SHIFT
5
ConsolidatedTrips
Unlimitedaccesstoinfo,pricing,availability
Willingtotradeupincraftbeerandspirits
Socialgatheringsoverindividualconsumption
Seekingtorecreate“on-premise”experienceinhome
Opentotryingnewthingsandexperiences
CONSUMER TRENDS
Increaseopportunityfordiscoverythroughindulgenceofsenses
Reinforceoccasionsforcelebrationthatdriveconsumption
Leveragebrandadjacenciesandsynergiestocreate powerfulvisualimpact
Simple,convenientsolutionstoprovideeaseofenjoyment
Valuevs.wordofmouthvs.newanddifferentdividesgenerations
RETAIL TRENDS
Source:http://www.adweek.com/socialtimes/how-mobile-devices-have-redefined-media-consumption-infographic-video/94714

6
APP
Mobile
Apps
SMM
Social Media
Marketing
CA
Content
Automation
CM2
Campaign
Marketing
EC
E-Commerce
Marketing
EM
Email
MarketingSEO
Search Engine
Optimization
CM
Content
Marketing
SEM
Search
Engine
Marketing
IM
Influencer
Marketing
DA
Display
Advertising
MARKETPLACE (CONSUMER) CHALLENGE
HOW DO WE SERVE THE RIGHT MESSAGE?
TO THE RIGHT PERSON AT THE RIGHT TIME?

7
(PESO) MODEL
INTEGRATE AND COMBINE FOUR MEDIA TYPES

CLUBLAUNCH HALLOWEEN THANKSGIVING HOLIDAYS
FATHER’SDAY 4THOFJULY BEVMOBDAY LABORDAY
EASTER CINCO MOTHER’SDAY MEMORIALDAY
SUPERBOWL VALENTINE’SDAY ST.PATTY’SDAY
OCCASIONS
8
SHOPPER DRIVERS (STRATEGY)
MOTIVATIONS
CELEBRATION CULTURE
KNOWLEDGEPROMOTION
BEER WINE
SPIRITS
ENTERTAINING
RETAIL / IN-STORE
NEEDS
SHOPPERS SEEK CONTENT DRIVEN BY
MOTIVATION, OCCASION AND NEED FOR A PRODUCT

9
RETAILER RESPONSES (STRATEGY)
CONVENIENT
UNIQUEFUN
CHANNELS
EXPERT
VIDEOPHOTOLINK SHORT FORM LONG FORM
TWITTERFACEBOOK INSTAGRAM PINTERESTURL
POSTSPOSITION
RETAILERS DELIVER RELEVANT CONTENT
THE RIGHT POSITION, POST TYPE, AND CHANNEL

ALEXANDRA
Los Angeles, CA
Age: 31
Status: Married
Kin: (1) Age 1
59 Twitter
900 Facebook
746 Instagram
24 Pinterest
PERSONALITY:
Social, Enthusiastic, Humorous
Optimistic / Open to Trying New
SEGMENTS:
Maven / Millennial Mom
Millennial Mom
MILLENNIAL MOM INFLUENCERS
SHOPPER 1 (ALEX) INSIGHTS
Highly connected and are key decision-
influencers, and are more likely than
“most” moms overall to provide opinions
and recommendations.
Cite themselves as key advisors among
their circle of friends
CHARACTERISTICS
• Shrinking group of friends
• More traditional than thought
• Partner and calculated
• Urban looking to Suburbs
• Close to Family / Friends
• Equal share of salary and
household responsibilities
VALUES
• Quality of life
• Good Value Proposition
• Makes Life Easier
• Friend/Family Recos
• My child wants it
• Natural Ingredients
• Social / Influencer Reco
HABITS
• Parent Communities (77%)
• Pinterest (49%)
• Instagram (33%)
• Facebook (24%)
• Youtube (23%)
• Twitter (-48%)
• Tumbler (-56%)
BEHAVIORS
• Engage with features, deals, money-saving sales
• Lifestage relevant content
• Ads related to content I am reading
• 2x more likely to own a wearable health tracker
Look for advice and support: (Frequency)
● Follow friends / family / other parents I know in
real life to provide the best information (74%)
Look for solutions that fit my life: (Importance)
● Follow expert advice on parenting sites (53%)
● Safety (77%)
● Simplify my life, convenience (65%)
● Good Value (64%)
INSIGHTS MOTIVATIONSNEEDS

ALEX’S SHOPPING JOURNEY
11
VALENTINE’S DAY ENTERTAINING PINTERESTPHOTOKNOWLEDGE EXPERT
GAINS KNOWLEDGE
SISTER-IN-LAW
Alex’s husband’s younger
sister is cool, hip and
always sharing the hottest
new trends, keeping her in
the know of new products.
“ALEX”
Status: “Married”
Target: Female
Age: 31
Maven
Millennial Mom
iPDA / TABLET
As one of the 58% of
Moms that use their
tablets in the kitchen daily,
Alex researches a new take
on a craft beer dinner for
her valentine date with her
husband after they put the
kid down.
MULTI-SCREEN
Alex may start her
purchasing journey on a
smartphone (84%
continue on a smartphone,
88% continue on a tablet
and 85% continue on a
computer) based on
convenience to multi-task.
MOBILE REVIEW
Since becoming a mom,
Alex is 19% more likely to
purchase online. When on
mobile 51% of millennial
moms like her search for
better prices and 44%
search or read reviews.
MOBILE APP
8 in 10 moms use their
smartphones in-store, 62%
search for product coupons
or deals, 51% search for
recipes, 46% text photos or
videos seeking opinions, 17%
make online purchases all
while calculating the
quickest and most efficient
route via WAZS.
BRAND.COM
After watching video on how
to make the ultimate
Valentine’s Day craft beer
dinner, and marking the
recipes on Pinterest, Alex
orders her supplies online
to be delivered two days
before.
Touch 01 02 03 04 05 06
IDENTIFIES NEEDS SEEKS KNOWLEDGE SATISFIES NEEDSINFLUENCED
MOTIVATION OCCASION NEED POSITION POST CHANNEL

12
INSIGHT STRATEGY RESULT
“ALEX” POST I > PINTEREST / VDAY POST IV > PR / TWITTER / VDAY
C. Moments later Alex is searching
twitter and finds a youtube video
from her local news channel profiling
a beer dinner hastaged with
#success and #howto and learns she
can order the beers to be delivered.
E. Alex clicks through to the
BBRAND! site to find the
recipes, opts for convenience
and orders her craft beers to
be delivered on VDay in the
afternoon.
A
C
D. BRAND! leverages
their PR and re-
amplifies local
segments via twitter
with #hastags
targeting Alex.
D
ALEX’S CONTENT JOURNEY
B
A. Alex seeks expert info for
VDay about how to pair
craft beer and dinner for
her and her husband’s first
VDay with a baby.
B. While on her tablet in her kitchen.
Alex searches through pinterest
and finds a Good Houskeeping post
about Cheddar-Beer Fondue. She
also notices the recipe is pinned to
BRAND! on the “Specials” board.
E

ANDREW
Seattle, WA
Age: 27
Status: Single
MBA / University of
Washington
PERSONALITY:
Social, Enthusiastic, Humorous
Optimistic / Open to Trying New
SEGMENTS:
Up & Coming / Clean & Green
Exuberant / Retrosexual
GLUTTONS FOR ENTERTAINMENT
Young men consume much of it in digital
form. And they also deploy digital
technologies as shoppers, capitalizing on the
convenience they offer.
Indeed, digital proficiency is a trait by which
many define themselves.
800 Twitter
1.3k Facebook
650 Instagram
500 LinkedIn
CHARACTERISTICS
● Diverse group of friends
● Life of the party
● Digitally Adept
● Employeed full time
● Moved to Seattle post grad
VALUES
● Highly active, ambitious
● Ready to take on the world
● ‘Family Man’ meaning he is as
happy at home as he is at a party
● Value seeker, never pay full price
● This is his best decade yet!
● Greatest device ownership, pushes
/ contributes content
HABITS
● Social (84%)
● Mobile (74%)
● Music (82%)
● Facebook (66%)
● Youtube (69%)
● Instagram (46%)
● Google+ (42%)
BEHAVIORS
● Loyalty to mobile service provider
● Use cell/mobile phone in different
ways (72%)
● When possible relies on others to
shop for him, otherwise he buys
the products on discount
● Doesn’t intend to get married
before 30
● Easily swayed into purchasing through social
media outlets such as Twitter and Facebook in
addition to other online chatter.
● External advertising including billboards, TV
commercials and flyers are also touchpoints that
they tend to notice.
● 60% of male population are defined as the
traditional man with stereotypical male behaviors
INSIGHTS MOTIVATIONSNEEDS
SHOPPER 1 (ANDREW) INSIGHTS

TOP OF MIND
After seeing his boy’s post,
Andrew laughs to himself, and
mutters “that he’ll definitely
have a better option” under his
breathe, but still likes the post.
MEETUP
After meeting Shane at a
networking event, Andrew
considers his options for
this Valentine’s Day right
after a solid session and
subsequent instagram
follow.
INSTAGRAM
Two weeks before
VDay, Andrew sees
a post from his
boy Shane for an
singles house
party on VDay that
is BYOB and
seems cool.
INFLUENCE
Later that night, Andrew along
with the remaining “boys” at
the house party, is convinced to
commit to the VDay singles
house party the following
weekend, and asked to bring a
couple bottles of 2-buck chuck
or some decent brown spirit on
special.
PURCHASE
The next day, while at work,
Andrew quickly searches for the
address, his location, a quick
comparison of cheap wine to
decent brown spirits, close
alcohol retailers and which have
the most options in stock as well
as their cheapest price between
checking facebook and listening
to music.
FRIEND’S PARTY
That next weekend,
Andrew is at a house party
downtown when the girl he
is with decides to leave
early for unknown reasons.
Unfortunately he never got
a chance to ask her out for
VDay before she left, and
decided to not text her.
14
GAINS KNOWLEDGE
“ANDREW”
Status: “SINGLE”
Target: MALE
Age: 27
Trendsetter
Clean & Green
Exuberant
Retrosexual
Touch 01 02 03 04 05 06
MOTIVATION OCCASION NEED POSITION POST CHANNEL
IDENTIFIES NEEDS SEEKS KNOWLEDGE SATISFIES NEEDSINFLUENCED
VALENTINE’S DAY WINE / SPIRIT CONVENIENT VIDEO FACEBOOKPROMOTION
ANDREW’S SHOPPING JOURNEY

15
INSIGHT STRATEGY RESULT
“ANDREW” @cincehoe
Link to BRAND! coupon / Jim Beam
POST III > INSTAGRAM REGRAM / VDAY POST II > FACEBOOK / VDAY
A. Andrew seeks value for
VDay, needs to choose
between whiskey and wine,
and wants to pick up on his
way to his event.
B. Andrew’s friend tags him in the
Jimbeamofficial video post about
two fingers, a running joke between
them. He laughs, likes the post and
likes Jim Beam on Facebook.
C. The next day at work, Andrew
sees a post from Jim Beam on
Facebook with the perfect
solution to his dilemma -
Bourbon Chocolates and Honey!
E. Andrew clicks on the
BRAND! provided link and
lands on a coupon along
with a store locator to plot
his path to conversion.
A
B
C
D. Social monitoring
allows BRAND! to
spot this opp, and
react by dropping a
link on the FB post to
a coupon for this
product on their
homepage.
D
ANDREW’S CONTENT JOURNEY
E

16
CONTENT CALENDAR

OCCASION
NEED
POSITION
POST
CHANNEL 1
17
MARKETING INTEGRATION
MOTIVATION WHY KNOWLEDGE PROMOTION CELEBRATION CULTURE
WHEN
PROPER
DRINKING
HOLIDAYS
SPORTS
HOLIDAYS
NATIONAL
DRINKING
HOLIDAYS
EVENTS
HOLIDAYS
WHAT
ENTERTAINING
WINE
BEER
RETAIL / IN-
STORE
ENTERTAINING
ENTERTAINING
BEER
SPIRITS
SPIRITS, BEER,
WINE,
ENTERTAINING,
RETAIL
WHO EXPERT CONVENIENCE FUN UNIQUE
HOW LINK, SFV SFV PHOTO LFV
WHERE PINTEREST FACEBOOK INSTAGRAM TWITTER
TWITTER INSTAGRAM PINTEREST INSTAGRAM
POST I POST II POST III POST IV
CHANNEL 2
CAMPAIGN
NATIONAL
DRINKING
HOLIDAYS
PROPER
DRINKING
HOLIDAYS
SPORTS
HOLIDAYS
98
32
59
X POST
FREQUENCY X 4
TOTAL
HOLIDAYS 189
CHANNEL 1
POSTS 756
CHANNEL 2
RE-POSTS 756

SOCIAL SWOTS
& STRATEGIES
18

SOCIAL SWOT
STRENGTH WEAKNESS
THREAT OPPORTUNITY
● +320K gross fans, +150 Locations, 3 states
● Resources exist to make page stronger and
increase fan engagement (mixologist recipes,
marketing materials/images, blog, etc.)
● Tagging will allow for enthusiasts to engage
fans across genres of topics when searched
● Tagging encourages liking and retagging
increasing chance for engagement
● Proper linking helps drive traffic and
conversion to sale
● Leverage geo-targeting to deliver local
relevant content
● Cohesive visuals with correct dimensions
● Location pages to be revised and edited for
consistency
● Copy too wordy
● Missing @mentions, tags
● Image dimensions are not correct/visually
appealing
● No hashtag or search “keyword” strategy
● Response rate to consumers
● Facebook algorithm predicts each post’s
potential engagement with your fans and
decides when, and where to feed your post
● Good facebook engagement is above 1%
● Less than .5% means you need to realign
your messages to meet your audience's
expectations
● BevMo! averages .2-.3%
19

SOCIAL SWOT
STRENGTH WEAKNESS
THREAT OPPORTUNITY
● Consumer issues appear to be resolved in a
timely manner
● Nearly 10K followers
● Customer Service remains paramount
● Speak (crm), educate (expertise), inspire
(fun), sell (promos/coupons)
● Share our own content, as well as join others’
conversations - press, consumers,
influencers/bloggers, vendors, etc.
● Follow all relevant media and personnel
● Share placements
● Engage with media outlets/writers
● Not leveraging platform to full potential
● Better process to address customer service
issues
● Lack of monitoring for opportunities to
influence various business related topics and
conversations
● Missing connections to re-amplify PR related
content that has been picked up by outlets
● Do not leverage influencer content in order to
make a statement and carve out a position of
expertise and convenience
● Lack of engagement with influencers, local
community, writers, bloggers, fans
demonstrates that we are just out there to
sell, and not actually converse or help our
audience out
● Lack of consistent response and or content
weakens our brand position as experts, fun,
convenient or culturally inspiring
20

SOCIAL SWOT
STRENGTH WEAKNESS
THREAT OPPORTUNITY
● Balance of lifestyle images and ‘sales’
● Most visually appealing/consistent of all
social accounts
● Sell the fun through visuals
● Hashtag strategy (search)
● Engage with consumer content
● Coupon images need to be cohesive to
Instagram dimensions and more visually-
appealing
● Not leveraging platform to full potential
● Lack of inspiring content (lifestyle/occasions)
that translates to customer journey and
experience
● Lack of leveraging brand content
● Incorporate videos
● Lack of engagement with influencers, local
community, bloggers, fans, etc.
demonstrates that we are just out there to
sell, and not actually converse or help our
audience out
21

SOCIAL SWOT
STRENGTH WEAKNESS
THREAT OPPORTUNITY
● Sufficient boards to occupy current
followers/pinners
● Content and images
● Board names must be consistent and follow a
strategy
● Edit and (re) create boards for important
drinking holidays / milestone events such as
weddings
● Refresh board order based on business
needs/holidays
● Clean up the and complete the boards;
delete or add to incomplete boards
● Constantly provide relevant content and
branch out to gain more visibility and
introduce the user to the BRAND! lifestyle
○ Example: Super Bowl - showcase food,
not just drink (stand alone, pairings,
etc.).
● Inconsistency with uncomplete boards means
fan will look elsewhere
● Engagement mix (original content, repins,
etc.)
22

23
SOCIAL SCOPE PHASE 1
NATIONAL
DRINKING
HOLIDAYS
PROPER
DRINKING
HOLIDAYS
SPORTS
HOLIDAYS
98
32
59
X POST
FREQUENCY X 4
TOTAL
HOLIDAYS 189
POSTS
& RE-
POSTS
1,512
2016 (x1) PER MONTH (x12)
63
PRIMARY
SOCIAL
PLATFORMS
SECONDARY
SOCIAL
PLATFORMS
63
126
TOTAL SOCIAL
POSTS/MONTH
TOTAL SOCIAL
POSTS/DAY 4.2
DAYS PER
MONTH / 30
DEPLOYMENT
MONITORING
MEASUREMENT
DEVELOPMENT
APPROVAL
SCHEDULING
RESPONDING
1
.15
.25
.25
.50
.50
.50
TASK HOURS
TOTAL HOURS/
NET POST 3.15
TOTAL
HOURS/DAY 13.23
TOTAL RESOURCE
HOURS
ALLOCATED
TOTAL
RESOURCES
3,320
1.59
X 2X RE-POST
FREQUENCY
*251 work days, 2080 work hours / annual year, 2015.
MONTHLY FEE:
CAVEATS
Out of Pocket costs not included in
agency fees will be passed through and
billed at cost if agreed and approved
by client. Examples include:
Photography, Food Styling, Boosted
Posts, Paid Media, Retouching, etc.

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